Paid Search Column
Reimagining the marketing funnel for the disrupted customer experience
To optimize for conversions, create reports based on segments, optimize landing pages and don’t assume visitors will follow a predetermined...
Be smart, advertisers. Here’s how to approach rising Google brand CPC
While we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are...
Is Amazon friend or foe? Retailers must weigh the opportunity before tapping revenue gains
Retailers with a unique product may be cautious selling on Amazon but it can be a powerful channel for moving out-of-season and clearance...
Welcome to the Golden Age of competitive research
One of the largest opportunities we have as PPC marketers is to seize the moment when competitors have stopped paying...
What happens post-conversion? It’s time we figure it out, together
The PPC industry is shifting its focus on not just what happens after the click, but what happens after the...
If you’re not remarketing keywords, you’re missing out
Targeting methods have moved beyond keywords and SMBs should now be interacting with potential customers alongside their entire purchase...
Contextual audience targeting: Pivot your audience strategy from cookies to content
Here are four steps for advertisers and publishers to establish and execute a GDPR-safe, contextually-based audience targeting...
Learn how to get better returns from Microsoft Ads
To get started, import a successful Google AdWords campaigns, do your research on keywords and optimize your current bids and budget for...
We must demand a higher standard of quality for online advertising
As an industry, we need to create baseline criteria to combat fraud and support an ad-supported...
One-to-one-household marketing requires solving the ‘shareability’ problem
The growing emphasis on one-to-one marketing fails to account for a critical truth – major purchases usually result from group decisions,...
Debunking the top 5 stereotypes of programmatic traders
Programmatic traders play an integral role in advertising planning, strategy and execution but there are misconceptions about what they really...
New customer acquisition vs. retention: 7 best practices for search
Here’s how retailers should map their audience strategy for new-versus-returning customers to...
Here’s how digital word of mouth and search have converged
Smart companies can shape their reputations and visibility with online word of mouth and careful attention to customer...
4 stats on what wins on Amazon vs. Walmart
Marketers can gain a meaningful advantage over competitors by taking a retailer-specific approach on particular product page...
A case study for delivering performance in a mature Google Ads account
Over the course of a year, 80 experiments tested a wide array of features (like responsive ads, target CPA bidding and others) for a large legal...
Leveraging RTB display to engage, nurture and convert audiences through personalization
With an omnichannel campaign focused on key metrics and an optimized bidding structure, RTB display can be a powerful tool in your advertising...
Video on demand’s future requires an ad model built around the experience
In a crowded marketplace, the best VOD ad experience is the one that makes the most impact with the least...
Rethinking the marketing funnel with Consumer Decision Journeys
The way customers shop and interact with brands has changed and the CDJ provides a practical framework for marketing to customers along this...
Think like a search marketer to drive growth with YouTube
Custom intent audiences help reach people who have recently searched for your keywords. Contributor and Googler Matt Lawson runs through how you...
Amazon had a record-breaking holiday season, here’s how advertisers managed it
The holiday season brought improved Sponsored Brand ad copy approval times but policy enforcement was fairly inconsistent. However, new feature...